Annual Report 2005 - = 2006

=C2=A0

Part = 1

Section = A

Unit Information

=C2=A0

Unit:Admissions

Mission Statement:

Strives to provide comprehensive and quality = service in order to increase the applications, admissions and enrollment = of students at FGCU

=C2=A0

Provides expedient and courteous service to = =C2=A0prospective students and their families, counselors, faculty = members, other University departments,=C2=A0and other interested = parties.=C2=A0

=C2=A0

Staff from the Office of Admissions develop = marketing plans, recruit students, counsel students through the = application process, evaluate admission applications, and communicate = admissions decisions to students.

=C2=A0

Utilizes the Sudgen Welcome Center to its full = capacity by providing friendly, courteous and informative=C2=A0 tours = and service to campus visitors and special groups.

=C2=A0

Seeks to implement the highest level of = technology available for all functions in order to achieve efficiency in = the dissemination of information.

=C2=A0

Strives to implement an enrollment marketing = plan that provides a consistent image incorporating the Universities = image and message to attract=C2=A0the =C2=A0student = community=C2=A0envisioned in the=C2=A0university = goals.

=C2=A0

Maintains a challenging recruitment schedule = with the primary focus in covering our immediate service district of = Charlotte, Collier, Glades, Hendry, and Lee = counties.

=C2=A0

Fosters professional relationships with school = and community contacts as well as provide direct feedback from our = customers to FGCU personnel.

=C2=A0

Section B

Unit Goals=C2=A0set within last = year's=C2=A0(2004-2005) Annual Report

Strategic Plan = Goal=C2=A0

With which 1 or 2 goals from the 8 current = strategic plan goals does your 2005-2006 goal best = align?

Unit Goal

=C2=A0

Goal for 2005-2006

=C2=A0

What=C2=A0actions have been taken to attain this = goal?

The recruitment staff has been increased by one and for the first = time each of the three recruiters has been given a territory to focus = their efforts.=C2=A0 This has been very effective in improving the lines = of communication between admissions and high school counselors. We have = met the minimum goal of two visits per High School in our primary market = area. We have greatly increased our participation in recruitment fairs = particularly within the state.=C2=A0 We completed a direct mail = notification of the new Admissions Director to over 300 Florida High = School Counselors.=C2=A0 Two on campus workshops are planned for the = spring term, one for HS counselors and the other for Community College = Advisors.

The new enrollment marketing team is reviewing the availability of = purchasing student lists with the goal of identifying a junior = list=C2=A0 for spring action and a senior list for fall action.=C2=A0 = All publications used for mailings and visits were redesigned with a = common theme and look.=C2=A0 This was meant to bridge the gap between = the old branding image and a new image being developed with the = assistance of an outside marketing firm.=C2=A0 Once a new Theme line and = branding image are decided upon a full campaign will be implemented = which will include all University publications, web site and = advertising.

The Welcome Center theater is now listed on the University room = scheduling system and is being used more non-admission related = events.

A high school counselors workshop was recently held and a community = college advisors workshop will be held in April.=C2=A0 Each event helps = to educate the counselors on FGCU's programs and admissions procedures = and provides an opportunity for us to fully demonstrate what FGCU is all = about.

=C2=A0

What measures have you taken towards assessment of this = goal?

The Associate Director for Enrollment = Marketing and Recruitment and the Associate Director for = Admissions/Welcome Center manager have created tracking spreadsheets to = monitor all recruiting visits and welcome center operations.=C2=A0 = Additionally the Assistant Director for Recruitment is developing a = Recruitment Plan to address all aspects of the recruiting efforts.=C2=A0 = Another measure of success has been the increase in new students for the = fall and spring terms.

=C2=A0

Describe the progress you have made toward attaining this = goal including the anticipated completion date.

We have made good progress with this = goal. The full implementation will not be realized until the recruitment = plan and new marketing plans are fully developed.=C2=A0 This will = continue well into next year.

=C2=A0

Describe how the results of assessments have been used to = improve student learning or your department's services.

We are able to track HS and CC visits = and compare to lists showing where are applications re coming form. This = comparisons helps to show how effective our visits are and allows us to = make adjustments for the upcoming year.

=C2=A0

Strategic Plan Goal 2 - The Student Community, = especially 1.1 Recruitment, but also 3.1, and to a lesser extent, = 3.2

Elevate the visibility of FGCU Admissions = through increased communication, visitation, enhanced technology, and = on-campus = programs.

Strategic Plan = Goal=C2=A0

With which 1 or 2 goals from the 8 current = strategic plan goals does your 2005-2006 goal best = align?

Unit Goal

=C2=A0

Goal for 2005-2006

=C2=A0

What=C2=A0actions have been taken to attain this = goal?

We surpassed the targeted FTE enrollment goal of 3951 for = 2005/2006.=C2=A0 Our unofficial FTE was 4371.4 (official number will not = be available until mid semester). Preliminary enrollment data also = indicates that we increased the percentage of underrepresented students = from 15.8% to 16.7% from fall 2004 to Fall 2005. The in-state tuition = waiver program was started with the awarding of 59 waivers across = several categories to enhance campus diversity and academic = quality.=C2=A0 Awards were given in the following categories; = leadership, Critical Needs, Migrant Students, Civic Engagement, = International and Diversity.

The out-of-state tuition program was continued with=C2=A0139 = students receiving awards. our scholarship programs included the Dean's = Merit Scholarship, the Valedictorian and Salutatorian Scholarship and = Phi Theta Kappa scholarship program.

=C2=A0

What measures have you taken towards assessment of this = goal?

Assessment of this goal is done by = reviewing enrollment figures on a continuing basis throughout the = semester.=C2=A0 We use comparable application and admission reports, = return on application reports and semester FTE and unduplicated = headcount reports.

=C2=A0

Describe the progress you have made toward attaining this = goal including the anticipated completion date.

We have met the targeted FTE = enrollment growth goal.

=C2=A0

Describe how the results of assessments have been used to = improve student learning or your department's services.

We are able to monitor the application = and admissions numbers on a routine basis and make adjustments to = recruiting and application processing procedures to address areas of = slow growth.

=C2=A0

Strategic Plan Goal=C2=A01, High Quality Education, = especially, 2.2 academic profile and 2.4 students in honors

Strategic Plan Goal 2=C2=A0- The Student Community, = especially 1.1 Recruitment, and 3.1 Students of = Color

Develop and meet specific enrollment targets = with a special emphasis on State of Florida targeted programs and on = underrepresented = populations.

Strategic Plan = Goal=C2=A0

With which 1 or 2 goals from the 8 current = strategic plan goals does your 2005-2006 goal best = align?

Unit Goal

=C2=A0

Goal for 2005-2006

=C2=A0

Strategic Plan Goal 2 - The Student Community, = especially 1.1 Recruitment, but also 3.1.

Strategic Plan Goal=C2=A08 - Ongoing Quality = Improvement, specifically 2.1 unit assessment = plans.

Engage the staff in the development of a = quality improvement program with the objective of improving response = time and reducing errors

=C2=A0

What=C2=A0actions have been taken to attain this = goal?

The stand alone apply yourself recruitment system has been = replaced. The admissions operations staff is now at full strength with = all positions filled.=C2=A0 As the new hires (Coordinator for Operations = and Information=C2=A0Resources,=C2=A0Manager of Admissions Records and = the Customer Service Assistant)=C2=A0get fully acclimated they are = making a tremendous difference in our operations.=C2=A0 Many changes = have already been implemented to streamline operations.=C2=A0

The same process will be used in prospective student = recruiting.=C2=A0 As the staff gets used to the new Banner recruit = module they will make suggestions for improvements.

The availability of the online web application has been expanded to = include non-degree seeking students and the process streamlined. We = continued the progress towards moving all "data entry" = processing out of the admissions officers area which will free them for = more proactive student service.

=C2=A0

What measures have you taken towards assessment of this = goal?

When the new reporting system (COGNOS) = is fully operational within admissions we will develop tracking reports = to monitor response times for application processing. We currently = monitor times by spot checks and gathering data manually. We also = monitor the edit reports provided by Institutional Research for the term = admissions reports that are sent to the State.=C2=A0 Each admissions = officer and processor makes corrections and learns from past = errors.

=C2=A0

Describe the progress you have made toward attaining this = goal including the anticipated completion date.

We have made excellent progress in = shortening response times.=C2=A0 Further improvements will depend on = technical changes underway as part of the FOREST Banner utilization = program scheduled for completion at the end of June and the continued = reorganization of data entry procedures. The addition of the Coordinator = for Operations and Information Resources has been a big help in = furthering this goal.

=C2=A0

Describe how the results of assessments have been used to = improve student learning or your department's services.

Productivity improvements are ongoing = and are contingent upon the completion of technical improvements through = plan FOREST. When we determine that a given processing area is not = showing signs of improvement in terms of efficiency quality=C2=A0or = productivity we takes steps to fully investigate that particular area to = determine what steps are needed to be addressed.

=C2=A0

Section C

Program or Service=C2=A0Specific = Assessments

=C2=A0

What program or service specific assessment occurred in the = current academic year?

There has been considerable improvement in the response time for = applications processing starting with the time taken to fully = "banner" the application to the length of time required to = evaluate and enter a decision on completed applications. The unit goal = for evaluation is three weeks from date of completion and this has been = achieved although there may be some periods during our peak processing = time where this is slightly longer.=C2=A0 The same holds true for = initial bannering of applications. All applications and documents are = entered within three weeks of receipt due in large part to=C2=A0 changes = made in processing, the use of OPS personnel and the rapid increase in = the number of online applications received.

The use of the banner recruitment module has started which allows a = better transition of prospective student data from the recruit to the = admission phase.=C2=A0 This also allows us to implement the recruit = banner communications plan a further step in the overall plan to greatly = expand the use of the imbedded recruitment plan capabilities of = banner.

The plan to start a tele-counseling program has been put on hold = pending a complete review of the overall prospective student marketing = efforts.=C2=A0 The newly formed area of enrollment marketing will lead = this review. A second Coordinator was hired into the area in September = and an Associate Director for Enrollment Marketing will be hired in the = spring.

=C2=A0

How were the results of the assessment used to improve = programs or services?

Section D

Unit Contribution to President's Performance = Measures

=C2=A0

Please review the President's Performance Measures for = 2005-2006. Did your unit contribute to any specific performance goals = for the President? (If so, please indicate whether the measure = set was attained and to what degree.)

The Office of Admissions was able to = directly impact the President's=C2=A0 second performance goal.=C2=A0 = Annual fundable FTE rose 18% (goal was 9%)=C2=A0and fall headcount rose = 17% (goal was 13%). The number of Hispanic students rose by 26% and the = number of African American students rose by 19%

=C2=A0

Part 2

Section A

Unit Goals=C2=A0for Coming Year = (2006-2007)

=C2=A0

What action(s) will you undertake to achieve the = goal?

Fully implement a new branding campaign.=C2=A0

Complete the Marketing Plan which will address how we market the = university incorporating the new tagline=C2=A0and the complete family of = publications that will show a consistent image of FGCU and that will = target each of our market areas and student types.

The Recruitment plan will address the employment of our recruitment = resources ensuring that we maintain frequent visits to our local high = schools and community colleges and continue to expand our = visits=C2=A0throughout the state.=C2=A0 Where possible and to build on = past success we will schedule college fairs out-of-state in particular = NACAC fairs.

Revamp and improve our communication plan to use a variety of = communications, take full advantage of the BANNER letter generation = process and to ensure that prospective students and applicants receive = timely communications from FGCU from inquiry to = registration.=C2=A0

Continue the close relationships we have developed with the HS and = CC=C2=A0counselors in our five county primary service area.

Build similar relationships with HS and CC counselors in the = surrounding region.=C2=A0 We will once again host the SUS Counselors = fall tour and hold HS and CC counselors workshops.

In addition to purchasing HS junior lists we will research the = availability and costs of purchasing other targeted lists. We will = continue the practice of requesting CC graduating student lists.

Continue on campus tours, support on-campus events with recruitment = materials where feasible, hold=C2=A0our fall and spring Eagle Expos and = the spring Eagle Edge transfer open house.

=C2=A0

By what means will you assess goal = achievement?

We will track all visits and maintain = contact numbers from college fairs and other recruitment = events.

=C2=A0

How will you know if you have successfully attained each = goal?

The achievement of each specific goal = will be evident from the activity reports and the attendance figures at = the various events.

=C2=A0

How will the results of the above assessments be used to = improve student learning or services?

Service to students and the community = will be improved with more better access to our admissions = professionals.=C2=A0 A more consistent university image through a new = brand tagline will also better serve the university and = community.

=C2=A0

Str= ategic Plan Goal=C2=A0 With which 1 or 2 goals from the 8 current = strategic plan goals does your 2006-2007 = goal best align?	Unit Goal =C2=A0 Goal for 2006-2007
Strategic Plan Goal 2 - The Student Community, especially 1.1 = Recruitment, but also 3.1, and to a lesser extent, = 3.2	Elevate the = visibility of FGCU Admissions through increased communication, a new = branded image, visitation, enhanced technology, and on-campus = programs.

Str= ategic Plan Goal=C2=A0 With which 1 or 2 goals from the 8 current = strategic plan goals does your 2006-2007 = goal best align?	Unit Goal =C2=A0 Goal for 2006-2007
Strategic Plan Goal=C2=A01, High Quality Education, especially, 2.2 = academic profile and 2.4 students in honors Strategic Plan Goal 2=C2=A0- The Student Community, especially 1.1 = Recruitment, and 3.1 Students of Color	Develop and meet specific application and = admissions targets in concert with the university = goals

<= div>

=C2=A0

What action(s) will you undertake to achieve the = goal?

In collaboration with the university executive and the office of = planning and evaluation develop application and admissions targets for = undergraduate students in particular FTIC and transfer = students.=C2=A0Determine sub goals for targeted programs and = underrepresented student populations. Ensure that we attend recruitment = events that will have a high proportion of underrepresented students in = attendance.

Attend multicultural events and look for sponsorship opportunities = where ever possible.

Support the enrollment objectives of new programs and degree = offerings.

Ensure that marketing and recruitment plans reflect these = targets.

=C2=A0

By what means will you assess goal = achievement?

Assessment will be measured by actual = application and admission numbers in comparison with the previous years = results and the present year targets.

=C2=A0

How will you know if you have successfully attained each = goal?

By comparing actual figures with = projected targets.

=C2=A0

How will the results of the above assessments be used to = improve student learning or services?

Achievement of these goals will = contribute to individual student improvement by making more educational = opportunities available to students of SW Florida.=C2=A0 The SW Florida = Community benefits from a growing university which keeps more = professional in the area and which allows the university to offer a = greater diversity of programs

=C2=A0

Str= ategic Plan Goal=C2=A0 With which 1 or 2 goals from the 8 current = strategic plan goals does your 2006-2007 = goal best align?	Unit Goal =C2=A0 Goal for 2006-2007
Strategic Plan Goal 2 - The Student Community, especially 1.1 = Recruitment, but also 3.1. Strategic Plan Goal=C2=A08 - Ongoing Quality Improvement, = specifically 2.1 unit assessment plans.	Continue to improve efficiency of prospect and = applicant processing with the objective of improving response time and = reducing errors

=C2=A0

What action(s) will you undertake to achieve the = goal?

We will complete Plan FOREST which will incorporate the automation = features of BANNER to the applications process.=C2=A0 The next steps = will include batch web processing, expanded use of online applications, = direct download of the FACTS application, expanded use of the BANNER = communications plan and the receipt of electronic transcripts.=C2=A0 We = will also investigate the use of automatic and generated email Reponses = to prospective students and applicants.

The transition of data entry processes to the processing room from = the admissions officers should be completed this year.=C2=A0 This will = allow the admission officers to be more proactive in dealing with = incomplete applications and helping to guide students through the = application process.=C2=A0 This will also enable the office to keep up = with the increasing number of applications.

=C2=A0

By what means will you assess goal = achievement?

We will assess key performance = indicators through=C2=A0 COGNOS and Crystal reports.=C2=A0 These = indictors will be the time to respond to initial prospective student = inquiries, the time to fully enter applications into the admissions = section of BANNER, time to evaluate completed = applications

=C2=A0

How will you know if you have successfully attained each = goal?

A reduction in the response time of = the performance indicators will be a true measure of success.=C2=A0 = Additionally an increase in yield rates of enrolled students to = applicants=C2=A0should also be an indicator that improvements in = response time is having the desired effect.

=C2=A0

How will the results of the above assessments be used to = improve student learning or services?

Improvements to our overall response = times will be communicated through our recruitment efforts and this = should help to increase the number of potential applicants.=C2=A0 = Improvements will enhance our reputation among our various = constituents.

=C2=A0

Str= ategic Plan Goal=C2=A0 With which 1 or 2 goals from the 8 current = strategic plan goals does your 2006-2007 = goal best align?	Unit Goal =C2=A0 Goal for 2006-2007
Strategic Plan Goal 2 - The Student Community, especially 1.1 = Recruitment, but also 3.1, and to a lesser extent, = 3.2	Roll out a new Branding image for the = university

=C2=A0

What action(s) will you undertake to achieve the = goal?

We have contracted with a Marketing = consulting firm to develop a new "Brand" for the = university.=C2=A0 If the recommended theme line is adopted by the = executive the enrollment marketing team will work in concert with the = marketing firm to infuse this theme line into our complete family of = publications. We will also provide developmental assistance to other = offices and programs to ensure that a the University has a consistent = image.

=C2=A0

By what means will you assess goal = achievement?

The achievement of this goal will be = measured buy the acceptance and implementation of a new theme line and = brand for the University. testing of the new theme line will be done = prior to acceptance and in addition we will include further testing = during marketing and recruitment focus groups.

=C2=A0

How will you know if you have successfully attained each = goal?

We will be able to ascertain the = successful attainment of this goal if the university community embracing = the new theme line and using it in a variety of = ways.

=C2=A0

How will the results of the above assessments be used to = improve student learning or services?

The marketing of the University and = its programs will be made that much easier by the use of a consistent = and well received theme line.=C2=A0 This will also help to improve our = reputation and recognition within the community and with our = constituents.

=C2=A0

Str= ategic Plan Goal=C2=A0 With which 1 or 2 goals from the 8 current = strategic plan goals does your 2006-2007 = goal best align?	Unit Goal =C2=A0 Goal for 2006-2007
Strategic Plan Goal 1 especially 4.2 = (advising)	Complete the implementation of CAPP, = the BANNER electronic degree audit = program.

=C2=A0

What action(s) will you undertake to achieve the = goal?

We will continue to build the degree = programs in BANNER and engage the advising community in a rigorous = testing process.=C2=A0 The last phase of testing will be gaining = feedback from students themselves as they gain access to the compliance = reports and are able to run degree audits for = themselves.

=C2=A0

By what means will you assess goal = achievement?

We will assess achievement by the = completion of program builds for all the FGCU degree offerings and the = accuracy and effectiveness of the compliance = reports.

=C2=A0

How will you know if you have successfully attained each = goal?

We will gauge our success based on the = feedback we get from advisors and students.=C2=A0 We will also monitor = usage of CAPP through BANNER reports.

=C2=A0

How will the results of the above assessments be used to = improve student learning or services?

Results of compliance reports and = comments from users will be used to make adjusts to the CAPP program = builds.

=C2=A0

Section B

Resources

=C2=A0

What additional resources have you requested and received a = commitment for during 2006-2007 from your area VP or the President that = is based on your analysis of assessment data for = 2005-2006?

When it was decided to merge the = position of Assistant Director of Recruitment with the Associate = Director for Enrollment marketing, we requested that an additional = recruiting position be established specifically to concentrate on = Community College students. The placement of a recruiter/liaison at = Edison College=C2=A0has been very beneficial. =C2=A0The number of = transfer applicants continues to increase from year to year but not at = the same rate as the FTIC.=C2=A0 Adding a recruiter for community = college recruitment would help to ensure that the increase in transfer = students continues without taking away resources from FTIC recruitment. = The VP Administrative Services was in agreement with this = plan.

=C2=A0

What additional resource needs do you have for fulfillment = of your goals that you wish for consideration from your area VP or the = President that is based on your analysis of assessment data for = 2005-2006?

Personnel:

Scholarship Coordinator - A requirement exists to add a Coordinator = position to handle the increasing number of admissions related = scholarships and waivers. Scholarships and Waivers are very valuable = recruitment tools and to take every advantage a fulltime position is = needed. Providing early and timely feedback to prospective students = about these benefits is extremely important especially in the ever = increasing competitive market. This would not only help to increase our = enrollment but would also help to improve campus diversity and improve = our incoming student academic profile.

=C2=A0

Applications Processor - The bulk of the paper applications and = documents are now being entered by OPS personnel in the processing = area.=C2=A0=C2=A0 Removing this data entry function from the admission = officers has been one of the center pieces of the plan to reorganize the = applications processing area and is vital to continue to improve = response time, efficiency and customer service. The loss of our=C2=A0two = part time OPS personnel would have immediate negative repercussions on = our ability to keep up with the ever increasing number of applications = which are growing by over 30% each year.=C2=A0 Adding a full time = permanent position would help to avoid this eventuality.

=C2=A0

Budget:

An increase in operating expenses is requested. $408,000 recurring = and $32,000 non recurring.

=C2=A0

Operating Expenses	120,000	In October an additional 120,000 was requested = to address projected budget shortfall in the areas of, travel, charge = backs and publications.=C2=A0 This will be a recurring requirement as = the admissions office expands its outreach efforts.
Operating Expenses	100,000	We have just requested this amount to cover = projected shortfalls in travel, temporary employment and charge backs. = Both this increase which has been approved for this year and the = previous amount directly reflect the increase in staff and the increase = in workload which=C2=A0came from the large percentage increase in = applications processing. It is anticipated that we will see another 30 % = increase in applications for=C2=A0 next year
Operating Expenses (Marketing)	150,000	This will be required to cover the expected new = branding campaign (advertising, promotional events)and to complete our = family of publications.=C2=A0=C2=A0 We are planning to create a specific = community college transfer piece, poster and expand our use of = postcards.
Travel	20,000	additional travel to account for the new CC = recruiter
Equipment - Golf Cart	6,000	There is a need to have a golf cart for the = admissions staff to cover on-campus travel.=C2=A0 Golf cart to be kept = at the Welcome center.=C2=A0 Will be used for routine campus meetings = thus avoiding searching for parking spots, as a backup for special tours = and to be available during Eagle Expos (non recurring)
Operating Expenses	18,000	To cover increase in expenses=C2=A0 directly = relating to the increase in expected applications for the coming = year.=C2=A0 For postage, paper and misc office = expenses.
Equipment and Remodeling	15,000	To cover anticipated expenses relating to the = move of the recruit and marketing staff into HH. (non = recurring)
Office Equipment	10,000	To continue upgrades to office computers and = other equipment.=C2=A0 (one network printer, color printer and a second = folding machine) (non recurring)
Operating Expenses (CAPP)	1,000	Costs to cover training materials CAPP.=C2=A0 = Most training will be done online however a brochure should also be = created. (non = recurring)

=C2=A0

Section C

Assessment = Plans

=C2=A0

What assessments are you planning to conduct during = 2006-2007?

The Admissions Office targeted assessment will focus on response = time.=C2=A0 Assessing the response time to respond to general university = information, the response time to acknowledge the receipt of an = application, the response time to inform the applicant of any missing = items and the response time to evaluate and admit a complete = application.

The reporting tools now in use will be modified with the COGNOS = reporting system.

The response rate for directed mailings to HS juniors will be = assessed in order to further refine and increase the yield rates for the = mailing lists we purchase.=C2=A0

We will also monitor applications, admissions and decisions made on = a comparative basis with previous like terms to continuously monitor our = marketing, recruiting and application processing = operations.

=C2=A0

Section D

Coming Year - Strategic Plan = Contributions

=C2=A0

1.2.2, 1.2.4,1.4.2, 2.3.1, 2.3.2, = 8.2.1

=C2=A0